IndiGo and British Council, the UK’s international organisation for cultural relations and educational opportunities, launched a joint collaboration towards promoting cultural tourism to India’s arts and culture festivals. The collaboration will support events and festivals that are a part of the ongoing India/UK Together, a Season of Culture and highlight festivals happening through the year across the country.
The Season of Culture, curated by the British Council, is a landmark programme that celebrates the friendship between India and the UK. As part of the Season of Culture 1,400 artists from both countries are currently showcasing their co-created assets in the field of dance, music, theatre, photography and other art forms, across India.
The collaboration will connect a larger number of Indian audiences with these global arts showcases through digital cross promotion across ‘Festivals from India’, a unique UK-India initiative that showcases India’s cultural festivals and connections with UK festivals and artists, and IndiGo’s communication channels.
The two entities will collaborate with the innovative Festivals from India digital platform, developed by ArtBramha and made possible by the British Council, will power IndiGo’s cultural festivals pages with specially curated content and editorial on the homepage of the website, alongside monthly features and highlights in the Hello 6E in-flight magazine for passengers on IndiGo’s 1800+ daily flights across the world.
They also plan to build exclusive cultural programmes, and together, they hope to build new audiences for the arts and culture festival sector, both online and offline, by promoting cultural tourism.
Alison Barrett MBE, Director India, British Council, said, “India’s art and culture offerings are globally loved by people across the world. The India/UK Together Season of Culture and its cultural showcases are attracting art lovers to all parts of the country. We are proud to partner with IndiGo and to be able to access their vast coverage of Indian cities to allow more and more Indians to visit the collaborations being put together by some of the most exciting emerging artists from India and the UK.”
Neetan Chopra, Chief Digital & Information Officer, IndiGo, said, “This is a unique partnership that builds not just on the cultural richness of India; but also brings together people through a platform that can unite people across countries, through art, culture and festival. Through this collaboration, we aim to celebrate the power of culture and connection. We are delighted to partner with British Council in jointly celebrating India’s unique heritage and talent.”
Rashmi Dhanwani, Partner, ArtBrahma, said, “Festivals From India aims to be a window to India’s dynamic cultural festival universe – arts lovers, festival goers and creative professionals can use the platform as one-stop shop to look for India’s best cultural festivals This partnership between British Council and IndiGo, of which www.festivalsfromindia.com is a vital part, enables us to further bolster the opportunities for showcasing the cultural jewels of India.”